Internet & Telecom
Mobile network providers, high speed Internet access services, online services, bundled communications (internet, telephone, and TV), etc.
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PROGRAM
2000 BRONZE
Chance Encounters
Through creative use of "cult-actor-approaching-mainstream-popularity" David Arquette, the "Chance Encounters" campaign for 1 800 CALL ATT has made the brand more relevant to teens & young adults, thereby driving dramatic business gains. In just one year, this campaign turned 1800 CALL ATT from a dying brand (declining 30%/year) into a thriving brand (growing 15%/year).
Brand:
AT&T
Client:
AT&T
Agency:
FCB New York
Language:
English
1999 SILVER
The Live Wire of Communication
In the true spirit of entrepreneurialism, RCN was conceived as a means of capitalizing on the vast new opportunities created in the aftermath of deregulation. But the challenges were daunting. We were asking consumers to completely rethink the category. Despite their frustrations with their long-term service providers, they had never before heard of RCN and would find it difficult to trust a new comer with as fundamental a need as phone service. Our challenge was to present RCN not only as a credible telecommunications alternative, but to raise the consumer's comfort level and reduce the perceived risk associated with switching providers.
Brand:
RCN
Client:
RCN Corporation
Agency:
Angotti, Thomas, Hedge, Inc.
Language:
English
1999 SILVER
Pages of History
SkyTel's "Pages of History" campaign hit squarely at the anxiety people feel about whether they'll get all the pages they're sent. To firmly establish SkyTel as the "gold standard" in wireless messaging the tongue-in-cheek advertising highlighted the trouble you could have avoided had you used SkyTel. The result: leads and unit sales were more than six times base-period levels.
Brand:
SkyTel
Client:
SkyTel Communications, Inc
Agency:
Suissa Miller Advertising
Language:
English
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